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The Manager of Paid Search is responsible for executing and continually optimizing paid search campaigns. The manager will support efforts to deliver leads and customers via Google and Microsoft paid channels, including paid search, biddable in-stream video, and display remarketing.



Duties/Responsibilities:

• Perform daily execution and management of paid search campaigns on Google AdWords, Bing and other search platforms


• Monitor keyword bids, daily and monthly budget caps, impression share, quality score and other important account metrics


• Optimize smart bidding strategies (TCPA and TROAS), account structures, Google betas, and landing pages to continually improve key metrics (leads, conversions, CPA, ROAS


• Manage and maintain updates for large keyword lists, negative lists and audience lists


• Handle display network placement lists and retargeting campaigns on Google Ads


• Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting, display network, and other facets of paid search in accordance with campaign goals


• Support new paid search campaigns for lead generation and aid in the creation of new paid search marketing initiatives


• Generate weekly reporting for all major metrics, goals tracking and other paid search initiatives


• Keep pace with search engine and PPC industry trends and developments


• Monitor and administer web analytics dashboards, reports and key reporting tools, and point out key areas of importance in accordance with client goals


• Monitor and evaluate search results and search performance across the major search channels


• Accountable for all facets of hands-on, day-to-day campaign activities: bid management, use of automation, performance monitoring, driving improvement in impression share and quality scores, campaign expansion, account restructures and segmentation, ad copy writing and testing (in cooperation with the optimization team), etc.


• Develop and leverage a close relationship with the Google and Microsoft teams. Be aware of changes that affect channel strategy and performance, gain insights into best practices, troubleshoot quickly, and obtain participation in betas to stay cutting edge


• Partner with the site optimization team to create and ever evolving roadmap that improves key metrics (funnel progression, conversion) to continuously improve site performance, in turn to support rapid, profitable spend expansion

• Work closely with the predictive analytics team, which models lead and customer value, and provides analytic input to guide bidding tactics

• Work closely with our internal brokerage team to understand and improve drivers of cost per acquisition and maximize leads on budget

• Deliver regular updates on channel performance, key drivers, and opportunities for improvement

• Perform other related duties as assigned

• Bachelor's Degree in marketing or related field

• 2 years of relevant work experience as a Paid Search Specialist or similar role

• Full understanding of Google Ads, Google Ads Editor, Microsoft Ads, Microsoft Ads Editor, and paid search platforms

• Proficient in keyword planning, account setup, smart bidding strategy (CPA, ROAS, Enhanced CPC, portfolio bidding, target impression share), audience targeting, demographic and device segmentation

• Strong understanding of quality score, CPCs, CVR, auction insights, etc.

• Experience with running A/B split tests, calculating significance, tracking results, reporting on results on a weekly basis to management

• Advanced knowledge of Excel

• Strong analytic and communication skills

• Google Ads & Editor, Microsoft Ads & Editor, Google Analytics, 3rd party bid management (SA360, Marine, Kenshoo)

• Prolonged periods of sitting at a desk and working on a computer, typically in an office or cubicle environment (constant noise, fluorescent overhead lighting)